Smartphone & Tablet Gaming 2011 – SWOT-Analysis of Mobile Gaming Platforms

• 1. Smartphone and Tablet Gaming 2011 SWOT-Analysis of the SmartMobile Gaming PlatformsMichael Schade, CEO & Co-FounderFISHLABS Entertainment GmbHCasual Connect 2011, Hamburg, February 8, 2010

2. J2ME 3D GAMES PORTFOLIO SONY ERICSSON 3. 40 MIO iPHONE GAME DOWNLOADS 4. EVOLUTION IN MOBILE GAMING CPU Clocking4500MHz40003500300025002000Console1500Mobile10005000 Year 5. INSTALL BASE 2010 180PS2 160Xbox 140Xbox 360 120PS3WiiMillions 100PSP80iOS60Android 2.x40Symbian^3Bada*20WebOS* 0WP7 Sold Units Estimate*Definition: Smartphone considered to feature the original iPhone specs or betterSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs 6. INSTALL BASE 2011 350PS2 300XboxXbox 360 250PS3 200WiiMillionsPSP 150iOSAndroid 2.x 100Symbian^350Bada*WebOS* 0WP7 Sold Units Estimate*Definition: Smartphone considered to feature the original iPhone specs or betterSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs 7. COMPETITION TOTAL90000 PS280000 Xbox70000 Xbox 36060000PS350000Wii PSP40000 iOS30000Android 2.x20000Symbian^3 Bada*10000 WebOS* 0 WP7Games** released until end of 2010*Definition: Smartphone considered to feature the original iPhone specs or better**Estimate: Games make 20% of apps across all mobile platformsSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs 8. COMPETITION WEIGHTED1200PS21000XboxXbox 360Competition Index800 PS3Wii600 PSPiOS400 Android 2.xSymbian^3200 Bada*WebOS*0 WP7 Games** competing weighted by install base*Definition: Smartphone considered to feature the original iPhone specs or better**Estimate: Games make 20% of apps across all mobile platformsSource: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft, Screen Digest, Fishlabs 9. INDIES DOMINATE ON THE APP STORESource: Distimo Report, Full Year 2010 10. INDIES DOMINATE ON ANDROID MARKETSource: Distimo Report, Full Year 2010 11. INDIES POPULAR ON OVISource: Distimo Report, Full Year 2010 12. BRANDS DOMINATE ON WINDOWS PHONE 7Source: Distimo Report, Full Year 2010 13. SWOT ANALYSIS Apple iOS Nokia Symbian^3 Large install base Small install base Very solid app store but no MNO billing Improved app store with MNO billing Some fragmentation Very little fragmentation Some piracy Heavy piracy Huge competition Some competition Casual heavy on freemium Casual heavy on freemium Hardcore and brands heavy on premium Hardcore and brands heavy on premium Heavy price pressure Nokia committed to drive DLs Google Android Windows Phone 7 Large install base Small install base Improved app store with MNO billing Solid app store Heavy fragmentation Little fragmentation Heavy piracy Little piracy A lot competition but mostly low quality Some competition OEM and MNO app stores coming Premium category Heavy price pressure Cross platform 14. TABLET VS. SMARTPHONE Barclaycard Rollercoaster Extreme14% 0% iPad31% iPhone Free casual game 4%iPhone 3G 12.5m DLs total Top 5 worldwideiPhone 3GS 14%iPhone 4iPod 1iPod 2 3% iPod 311% iPod 4 23%1%Split by device since 24.12.10 15. TABLET VS. SMARTPHONE Galaxy on Fire 212%25%iPad4% iPhone Hardcore sci-fi 7%iPhone 3G Paid at $9.991% iPhone 3GS Top10 Grossingin US, UK, DE1% iPhone 4 5%iPod 1 iPod 230%iPod 316%iPod 4Split by device since 24.12.10 16. KEY CONSIDERATIONS What business? What engine? Premium Develop in-house if flexibility, control and Try&buy performance are essential Freemium Ad-funded What platform? iOS License if time to market is key or dev Android team is relatively small or deep engine Symbian^3 knowledge is absent Windows Phone 7 MeeGo Bada WebOS 17. Thank you!michael@fishlabs.netFollow us on: http://www.twitter.com/fishlabshttp://www.facebook.com/fishlabs